Why do we see introversion as a weakness, not a strength?
How great UX copywriting becomes part of the product, rather than just describing it.
Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?
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How written tone of voice lets brands communicate consistency, character and value.
The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.